Myrtle Bautista 3m 855 #digitalmarketing
The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
Written by: Myrtle Bautista
With so many means of marketing going digital, people crave the authenticity of face-to-face interactions. There’s something different about the atmosphere of a networking event or client meeting over coffee. People look each other in the eye and see what’s what, and they can make informed decisions with their hearts.
However, that doesn’t mean technology is incompatible with humanity. If anything, technology is one of the most human things there is. Experiential marketing, especially in the modern age, needs both to thrive. One cannot innovate tech simply for the sake of it, nor should you ignore it altogether. You need to strike a balance, and that’s exactly what this article sets out to do.
The Basics of Experiential Marketing
Experiential marketing involves selling a product or service not through traditional marketing but through a unique experience. Marketing teams integrate the use of the product or service advertised into the project. In that way, customers don’t just have the memory of a commercial but of an experience. Here are some basic examples of experiential marketing:
Samples
Everybody loves free stuff. Samples allow customers to try out the product before committing to a purchase. Whether it’s a new flavor of snack chips or a luxurious skincare cream, offering free samples allows customers to experience the product firsthand and see if it’s right for them. It’s a win-win situation: customers get to try before they buy. Brands get to showcase their products and expand their reach.
Pop-Up Shops
As the name suggests, these stores suddenly “pop up” in busy streets, shopping malls, or event venues. They offer customers a unique opportunity to explore and purchase products in a more intimate and exclusive setting. Whether it’s a clothing brand launching a limited-edition collection or a tech company showcasing its latest gadgets, pop-up shops create buzz and excitement around the brand.
Guerilla Marketing
These marketing stunts involve unexpected marketing ploys in the middle of public spaces. For example, the crime movie Red Notice advertised itself in the Philippines by faking a heist of the iconic Mall of Asia globe. By creating surprising and memorable experiences in unexpected places, guerrilla marketing generates buzz and word-of-mouth publicity for the brand.
Sponsored Events
Brands often sponsor or host events that align with their target audience’s interests or values. For example, a brand like Coca-Cola might sponsor a Christmas-themed event for your newly built ice skating rink at a local mall. By associating themselves with events that customers already enjoy, brands can create positive associations and build stronger relationships with their audience.
Integrating Technology with a Human Touch into Experiential Marketing
With every advancement in technology, so too does a marketer’s capacity to get creative with their marketing events. These ideas will showcase your business’ future-forward thinking while never forgetting its humble, customer-oriented roots.
Interactive Displays
Use touchscreen displays or interactive kiosks where customers can engagingly explore your products or services. The history of virtual reality showcases how innovative interactive displays can become. For example, a clothing brand could set up a virtual dressing room via a camera and some clever dress-up features. Alternatively, tech companies could create virtual shops for customers to browse through.
Augmented Reality (AR)
Immersive experiences using AR technology are the future of guerilla marketing. For example, the WWE integrated QR codes in broadcasts of their hallmark wrestling shows, Monday Night Raw and Friday Night Smackdown. These QR codes would be accompanied by creepy static or hidden in the background. When scanned, it would lead to mysterious videos teasing the return of a beloved wrestler. Apply those spooky techniques to your brands to build intrigue.
Live Streaming and Webinars
Host live streaming events or webinars where customers can interact with your brand in real time. These could include product demonstrations, Q&A sessions with experts, or behind-the-scenes tours of your facilities. Alternatively, you could sponsor brand ambassadors who advertise your product during their livestreams. Twitch streamers have equipment sponsored by tech brands like Razer, often to great success.
Social Media Integration
Leverage social media platforms to extend the reach of your experiential marketing campaigns. Encourage customers to share their experiences on social media using branded hashtags or geotags. For example, Spiro designed an immersive Formula E experience, featuring musicians, motorsports, and countless other attractions. Of course, this event was showcased in real-time across all of Formula E’s social media, boosting the brand’s reputation.
Gamification
Gamify your experiential marketing campaigns by incorporating elements of competition, rewards, or challenges. For example, you could start a video contest with a catchy hashtag, with the promise of a reward for the best video based on popularity polls from the community. You could also sponsor competitive events such as e-sports or local basketball games, with the reward being a year’s supply of whatever your brand offers.
Final Thoughts
Technology and humanity will always be intertwined. Sometimes, the gap between the two can bother customers when handled clumsily. However, with the clever integration of technology into inherently human marketing events, consumers will walk away from your brand with a smile.
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